Every Tuesday at 12:30pm I sit down with someone who knows LinkedIn inside out, and this week the guest is someone who's inspired thousands of us, including me.

John Espirian has built a reputation as the "Relentlessly Helpful LinkedIn Nerd" and there's a very good reason why. Everything he teaches comes from testing, measuring and real-world experience, not guesswork. We chat about how LinkedIn has changed, why so many people feel their reach has disappeared, and whether paying for Premium is really worth it. If you've ever wondered why your content isn't performing like it used to, you'll definitely want to hear John's thoughts.

We also dive into John's brilliant book Content DNA and why building a memorable personal brand is about consistency rather than constantly reinventing yourself. We talk about repeating your message until people begin repeating it back to you, staying in your lane, and why trying to go viral is rarely the answer.

John also shares why the people who succeed on LinkedIn are simply the ones who keep showing up, even when engagement feels slow. It's a refreshing reminder that building trust always beats chasing vanity metrics.

Towards the end of the show we even turn the tables and put one of John's own LinkedIn posts through my Roast My Post feature. It's a great discussion around promoting events, using LinkedIn Events properly, direct messaging without becoming spammy, and making your content work harder. Whether you're brand new to LinkedIn or you've been using it for years, this episode is packed with practical advice that you can put into action immediately.

Timestamps

00:00 Welcome

01:16 Meet John Espirian

02:42 Is LinkedIn Premium worth it?

06:27 Why LinkedIn reach has dropped

10:08 Video on LinkedIn

13:13 Content DNA and personal branding

19:34 Roast My Post

20:40 Uplift Live Nano

24:13 Using DMs effectively

28:36 The Inform Podcast

30:05 Espresso Plus Community

31:02 Final thoughts

Guest contact details:

John Espirian

Email: john@espirian.co.uk

Phone: 7779451487

Website: https://espirian.co.uk/learn/1-1-zoom-consultation/

LinkedIn: https://www.linkedin.com/in/johnespirian/